G-STAR new HQ
Last week I visited G-Star Amsterdam HQ and it was a great experience. Situated between one of Amsterdam most leafy and up scale neighbourhood and the busy A10 motorway. It is a rather imposing building, clad in steel, glass and grey slate with a giant G-Star logo on the side. The building was inspired by the vast aircraft hangers used by Boeing to construct their aircraft. So you can say its a real piece of statement architecture. I had a meeting with Suzanne, one of the two PR and marketing people based at G-Star HQ. She met me with a broad smile, we had met each other before when she had been a Dutch TV presenter. She said she had always loved the clothes in fact they had dressed her when she was still working on TV. So when she wanted a change of career G-Star was a great fit. In fact her knowledge and enthusiasm for the brand is almost infectious. We sat down, had juice and talked about the company's bold new HQ and she gave me her thoughts on the current collections. G-STAR is a brand that remembers the past but doesn't live in it. The Denim market is full of brands that use words such as Retro, heritage and historic. G-STAR use these same elements and design garments for the way their customers live today. Be it cut, form, fabric or texture. I believe this is the reason that G-Star has grown over the past 25 years to be one of the pre-eminent brands in its sector.